Compliance and guidelines

It is important to stay compliant when using RCS. These measures include following the terms of use of RCS technology providers and MNOs, and abiding by local rules and laws about customer data protection and opt-in. Non-compliance may result in being blocked from using the communication channel or being suspended.

RCS technology providers

During onboarding, you must register with an RCS technology provider and undergo verification. You can send RCS communications only after obtaining approval.

Refer to the Get started section for more information.

Mobile network operators

In some countries, mobile network operators (MNOs) need you to complete additional checks to use their services for RCS messages.

Country-specific regulations and terms of RCS use are subject to change. Contact your Infobip account manager for information.

Opt-in and opt-out

During launch, you must prove your intention to enable users to opt in and out of your communication services.

Recipients must have the option to unsubscribe from RCS communication feeds by request. After users opt out, you must not send them further communication unless they choose to opt back in.

After obtaining opt-in from end users, you can send them any RCS communications at any time.

Promotional messages

You can send promotional messages and boost your marketing campaigns by delivering rich, interactive content directly to your customers' messaging apps. The interactive elements help streamline customer interactions, leading to higher conversion rates because customers can respond and take action directly from the message.

You can customize messages to include branding or product elements like logos and colors, ensuring a consistent and trustworthy customer experience and enhancing brand recognition and loyalty.

Prohibited content

Certain types of content are strictly prohibited from being transmitted through the RCS channel. This includes, but is not limited to, the following:

• Counterfeit goods: Items labeled as knock-off, replica, imitation, clone, faux, fake, mirror image, or similar terms to be mistaken for genuine brand products.
• Dangerous products or services: Items or services causing damage, harm, or injury, including illegal drugs, drug-use equipment, explosives, fireworks, weapons, and guides for making harmful products.
• Products, services, or content that enable dishonest behaviors: Items, services, or content aiding in deception, such as fake documents, drug test aids, paper-writing or exam-taking services, and tools for unauthorized access to systems or property.
• Dangerous or derogatory content: Content, products, or services that:
  • Encourage hatred, discrimination, or disparagement based on race, ethnicity, religion, disability, age, nationality, veteran status, sexual orientation, gender, or other marginalized characteristics.
  • Harass, intimidate, or bully individuals or groups.
  • Threaten or promote harm.
  • Exploit others (e.g., blackmail, soliciting, promoting dowries).
  • Misuse flags, national emblems, or religious symbols.
• Shocking content: Content, products, or services that:
  • Include violent, gruesome, or disgusting imagery.
  • Depict bodily fluids or waste gratuitously.
  • Use obscene or profane language.
  • Cause shock, fear, or disgust.
• Capitalizing on sensitive events: Content seen as exploiting or being insensitive to disasters, conflicts, deaths, political violence, or other tragic events without benefit to victims.
• Animal cruelty: Content promoting or depicting cruelty or unnecessary violence towards animals, or involving products from endangered species.
• Adult content: Sexually explicit, suggestive content, or promoting sexual themes, activities, or escort services. Sexual exploitation of minors is strictly prohibited.
• Tobacco: Content promoting the sale or use of tobacco, tobacco-containing products, or items mimicking smoking.
• Political content: Business messages must not include political campaign content, opinion polls, election integrity discussions, or predictions. Other political content must comply with local laws.
• Unauthorized content: Content, products, or services using copyrighted or trademarked material without permission, or legally restricted content.

Restricted content

Certain types of content may be restricted and subject to additional scrutiny or compliance requirements when transmitted via the RCS channel. This includes, but is not limited to, the following:

• Alcohol: Content, products, or services promoting the branding, sales, or consumption of alcoholic beverages. Irresponsible alcohol consumption promotion is prohibited.
• Gambling and games: Content, products, or services related to gambling, including physical casinos, offline and online gambling, lotteries, promotional offers for gambling sites, and social casino games.
• Healthcare-related products and services: Content, products, or services promoting prescription drugs, over-the-counter medicines, medical supplies, online pharmacies, unapproved substances, clinical trial recruitment, HIV home tests, abortion, birth control products, and miracle cures.

Brand validation

Brand validation is a carrier-specific procedure designed to ensure that each brand and sender created with a technology provider complies with Google and local rules and laws. This process varies depending on the carrier or technology provider involved.

Some carriers or technology providers send a verification email to the brand as part of the sender launch procedure. This email confirms that the brand is aware of the sender creation and launch. In contrast, other carriers expect the brand to send such an email proactively during the launch procedure.

By following these validation steps, brands and senders can ensure compliance with necessary regulations, thus maintaining a smooth and lawful operation within their respective markets.